The brands that win in this environment will not be the ones producing the most content. They will be the ones producing the most distinct, credible, and contextually relevant content.
BRANDS + MARKETERS
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The brands that win aren’t the ones with the boldest ambitions. They’re the ones honest enough to name their actual constraints—and ruthless enough to exploit them.
A new campaign from Heineken® 0.0 has revealed Serena Williams as its new global ambassador in a multi-year partnership, seeing her step back on court to surprise unexpecting padel players.
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AW SHORTS – BRANDS + MARKETERS
In a market pressured by tariffs, supply chain constraints, and rising consumer expectations, auto brands cannot afford inefficiency in their media strategies.
Tina DeSarno, Chief IA Officer at MarketCast, kicked off the panel by setting the scene and describing the current issues marketers face.
With a marketplace in constant flux, brand leaders are looking to Advertising Week as the place to separate signal from noise, reconnect with peers, and walk away with insights that will actually move the needle.
DMEXCO has undergone an identity change in recent years, from Cologne’s answer to Cannes Lions with all the global hubbub it attracts, to a European-focused, business-first conference.
This era won’t be defined by commercial breaks or rented space alongside this new wave of entertainment — it will be about helping co-create it.
Instead of asking “what’s the minimum we can do to get this out the door?”—ask “what’s the sharpest, most emotionally resonant idea we can build a world around for our brand?”
Experian’s Debbie Oates explains that there’s help on hand to understand the new tectonic shifts in the make-up of the average UK household, so marketers can avoid being left behind.
The bridge between marketing and finance isn’t built on a false sense of certainty, but on honest, measurable uncertainty that both teams can plan around.
Once you define the problems you solve and for whom, your people can show-up as focused experts not hopeful generalists.
Brands need to move from risk aversion to value alignment. Stop worrying about backlash and start focusing on why you’re showing up.
The goal for any business should be to capture today’s demand while projecting and protecting a go‑to‑market narrative that is both clear and consistent.
If you’re a major brand or large agency considering starting an internal production offering, I see two main roads ahead of you.
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